Latest / What is Business Development? / Episode 103: BD Book...Top 3 Tactics from, “Clean Up Your Client List”

Transcript

Episode 103: BD Book...Top 3 Tactics from, “Clean Up Your Client List” · What is Business Development?

• 0:03
  Speaker 1: Welcome to the Business Development podcast brought to you by
• 0:07
  Speaker 1: the Global Business Development Association, delivering the strategies and tactics
• 0:11
  Speaker 1: to boost your career and corporate growth.
• 0:21
  Speaker 2: Hello BD pros, and welcome to the Global Business Development
• 0:25
  Speaker 2: Association podcast called What is Business Development? So let's face it,
• 0:33
  Speaker 2: some clients are worth every second and others they drain
• 0:39
  Speaker 2: your time, your energy, and sometimes even your bank account.
• 0:43
  Speaker 2: Every freelancer, entrepreneur, business developer knows them. The scammer, the dummy,
• 0:49
  Speaker 2: the creep, the drifter, the freeloader, the winer, and the
• 0:52
  Speaker 2: permanently dissatisfied client. The truth well, half of all small
• 0:59
  Speaker 2: bits businesses face scams, and countless freelancers lose thousands and
• 1:04
  Speaker 2: chasing these wrong clients. Business developers listening, I know you've
• 1:09
  Speaker 2: come across these clients as well. Wouldn't you like to
• 1:11
  Speaker 2: know how to deal with them? I bet you would.
• 1:14
  Speaker 2: But before we get into that, wouldn't you like to
• 1:17
  Speaker 2: deal with the growth of your own business development career? Well,
• 1:21
  Speaker 2: if you're going to do that, then grab yourself a
• 1:23
  Speaker 2: copy of the Business Development Body of Knowledge. It's available
• 1:26
  Speaker 2: on Amazon. Read the book and that will give you
• 1:30
  Speaker 2: the opportunity to then take the Business Development Professional certification.
• 1:35
  Speaker 2: That's the BDP certification. You can find out more about
• 1:39
  Speaker 2: that at the Global Business Development Association website at www
• 1:44
  Speaker 2: dot GBD Association dot org. Okay, so I bet everybody
• 1:49
  Speaker 2: wants to know how do we deal with all these
• 1:51
  Speaker 2: different tricky client types. Well we have the answer for
• 1:57
  Speaker 2: you today. We have a wonderful book that was just
• 2:00
  Speaker 2: published in English and it's been published previously international, and
• 2:07
  Speaker 2: the book is Clean Up Your Client List. It's the
• 2:11
  Speaker 2: no guilt guide to managing seven tricky client types and
• 2:16
  Speaker 2: making space for the ones that fuel your success. And
• 2:21
  Speaker 2: the author of that book is Jennifer Delano and Jennifer
• 2:27
  Speaker 2: is a PR strategist, number one Amazon best selling author
• 2:31
  Speaker 2: of this book, Clean Up Your Client List, and she
• 2:35
  Speaker 2: helps entrepreneurs and leaders grow by attracting the right clients
• 2:40
  Speaker 2: through strong positioning, visibility and clear boundaries. She's known for
• 2:47
  Speaker 2: her Dutch Nobs approach to PR and business growth. Jennifer
• 2:52
  Speaker 2: works across Europe, runs the award winning agency PR Goers
• 2:57
  Speaker 2: and is often called the pa Are Queen of the Netherlands. Well,
• 3:03
  Speaker 2: her majesty, please join us at the stage and we
• 3:08
  Speaker 2: would love to hear everything that Jennifer has to say
• 3:12
  Speaker 2: to us today about her wonderful new book that's been
• 3:16
  Speaker 2: published around the world. Jennifer, welcome to the show.
• 3:21
  Speaker 3: Thank you, thank you. It's a pleasure to be here. Yeah.
• 3:25
  Speaker 2: Well, it's great to have you, Jennifer. And I always
• 3:28
  Speaker 2: like to ask guests how did they enter into their profession.
• 3:32
  Speaker 2: You've been in the PR and marketing space for a
• 3:34
  Speaker 2: long time now you're the PR Queen of the Netherlands,
• 3:39
  Speaker 2: so how did you ascend to the royalty levels here?
• 3:45
  Speaker 4: How?
• 3:45
  Speaker 3: Yes, Well, the magic of ding PR that especially the
• 3:51
  Speaker 3: results that PR can gain for a brand or a business.
• 3:56
  Speaker 3: I think it's absolutely magical. And I'm totally in love
• 4:01
  Speaker 3: with good stories but also building great stories, and I
• 4:06
  Speaker 3: think it's I think it's still mesmerizing how people can
• 4:11
  Speaker 3: send out pressly it's not working, they call me. I'll
• 4:16
  Speaker 3: draft it over, change the story a little bit, and
• 4:19
  Speaker 3: it does work. And I run hundreds and hundreds of campaigns.
• 4:23
  Speaker 3: I can tell you when the story is good or
• 4:26
  Speaker 3: which isn't. And yes, it's just a magical way of
• 4:32
  Speaker 3: making a brand very very visible and get in the
• 4:37
  Speaker 3: end clients in well.
• 4:39
  Speaker 2: As they say, stories sell and we write a lot
• 4:44
  Speaker 2: about storytelling in the business development body of knowledge. There's
• 4:48
  Speaker 2: actually science associated with this, neuroscience and how it helps
• 4:53
  Speaker 2: your prospects evolve and learn and grow with you. But
• 4:58
  Speaker 2: I would love to hear the story Jennifer about why
• 5:01
  Speaker 2: did you write the book.
• 5:03
  Speaker 3: Yeah, that's a very good question. I'm a long time
• 5:08
  Speaker 3: ago it was really really good hot to blog. Everyone
• 5:14
  Speaker 3: had a blog. Well most of the listeners have no
• 5:17
  Speaker 3: idea that this time exists. But long time ago, we're
• 5:20
  Speaker 3: a little bit older imateure. Everyone had a blogspot block
• 5:25
  Speaker 3: and my blog spot was about so I was blogging
• 5:28
  Speaker 3: about client that did not fit. And I blogged like
• 5:32
  Speaker 3: fifty sixty seventy of these stories about non fitting clients,
• 5:37
  Speaker 3: and I gave them a funky title. I wrote about
• 5:40
  Speaker 3: how I met them. I wrote about what went wrong,
• 5:44
  Speaker 3: how I could have been, you know, knowing that this
• 5:48
  Speaker 3: was not a match. But I learned about it, and
• 5:51
  Speaker 3: I also started on how much energy, money and time
• 5:54
  Speaker 3: they cost me. And first it was just fun. I
• 5:59
  Speaker 3: shared it on Facebook. People loved it and everyone I
• 6:04
  Speaker 3: talked about like talked about this subject with they always
• 6:08
  Speaker 3: had their own story. Then yeah, that that that is
• 6:13
  Speaker 3: something you know, it's fun to tell you know when
• 6:15
  Speaker 3: when you're drinking coffee with you Oh my god, what
• 6:18
  Speaker 3: I meant? And yeah, it was a long time. It
• 6:21
  Speaker 3: was a fun, you know, passion project, let's say, a blog.
• 6:26
  Speaker 3: And during Corona we had some time to think and
• 6:30
  Speaker 3: reflect on like what kind of things do we want
• 6:32
  Speaker 3: to do? And yes, I just kept on thinking about
• 6:36
  Speaker 3: these blogs just being there while the stories were so
• 6:38
  Speaker 3: great and people really it really had some tracks in
• 6:42
  Speaker 3: when I told people about it and then I want
• 6:46
  Speaker 3: this pizza dinner and so I basically I had two people,
• 6:54
  Speaker 3: you know, asking me like what do you want to do?
• 6:56
  Speaker 3: What is there still you know that you don't do
• 6:58
  Speaker 3: but you should like that. And in the end we
• 7:01
  Speaker 3: came up with this book. I d nac alone, which
• 7:04
  Speaker 3: means something like saying no base off, and uh so
• 7:09
  Speaker 3: the idea was born. So we start pitching it to
• 7:12
  Speaker 3: a publisher. I found the best publisher in Holland. That's
• 7:15
  Speaker 3: basically the start of the Dutch book.
• 7:18
  Speaker 2: Yeah, folks, if you're if you're just listening here, Jennifer
• 7:21
  Speaker 2: is showing us a copy of her original Dutch book
• 7:24
  Speaker 2: with a yellow cover. And it looks like you're tossing
• 7:28
  Speaker 2: a customer into a trash can here in this this humor,
• 7:33
  Speaker 2: Jennifer herself doing this. It's just a graphic folks.
• 7:36
  Speaker 3: But yes, my publisher decided not me, and I uh
• 7:42
  Speaker 3: so the book out on the market. I gave it
• 7:46
  Speaker 3: all my pr and marketing effort that I could and
• 7:50
  Speaker 3: it got the number one and management book DNA, which
• 7:52
  Speaker 3: is like the biggest management book website in Holland. Then
• 7:56
  Speaker 3: last year the German version followed ninezag a loon. So
• 8:01
  Speaker 3: I'm showing now the German book version of it. Total different,
• 8:06
  Speaker 3: total different cover, also chosen by the publisher. Yes, and
• 8:10
  Speaker 3: then I put my whole heart to make it totally international,
• 8:14
  Speaker 3: and that's how cleaned up my client list got there. Yes,
• 8:19
  Speaker 3: I thought it was easy, just translate the book and
• 8:22
  Speaker 3: you don't, Well, that was not the case. This is
• 8:26
  Speaker 3: more than four months of very hard working and then
• 8:29
  Speaker 3: I don't count all the month I was looking for
• 8:30
  Speaker 3: the writing, but it paid all out. Yes, it's number
• 8:35
  Speaker 3: one book now and I'm very proud, and it's amazing
• 8:40
  Speaker 3: that are hundreds and hundreds and hundreds of readers.
• 8:45
  Speaker 2: Well, congratulations on being a top selling book and in
• 8:50
  Speaker 2: multiple languages. That's extremely impressive. But I think it speaks
• 8:55
  Speaker 2: to how important a topic this is. And I just
• 9:00
  Speaker 2: posted on this last week on LinkedIn about pruning your
• 9:04
  Speaker 2: customers that are no longer good fits, or even pruning
• 9:08
  Speaker 2: prospects that may end up being poor fits for you
• 9:12
  Speaker 2: and business reasons aside, this is just very good therapy
• 9:16
  Speaker 2: for fellow business developers to commiserate about customers. Matter of fact,
• 9:20
  Speaker 2: right before recording this show, I was on the phone
• 9:23
  Speaker 2: with a colleague and we were commiserating about a customer.
• 9:25
  Speaker 3: So and there you go.
• 9:28
  Speaker 2: It's so relatable, right, it's relatable and it you know,
• 9:32
  Speaker 2: I mean all kidding aside, it's important to have a
• 9:34
  Speaker 2: support network in your business development colleague team, you know,
• 9:39
  Speaker 2: folks that you can reach out to friends of yours,
• 9:42
  Speaker 2: counterparts that you can bounce ideas off of, you know,
• 9:45
  Speaker 2: complain a little bit and learn from. And you can
• 9:49
  Speaker 2: certainly do that today in this podcast with Jennifer and
• 9:52
  Speaker 2: here a wonderful book. And so, Jennifer, with no further ado,
• 9:55
  Speaker 2: let's jump into your book again again. Folks for listening,
• 9:59
  Speaker 2: This is up your client list from Jennifer Dellan. Now,
• 10:03
  Speaker 2: so Jennifer, tell us what's the number one takeaway or
• 10:07
  Speaker 2: tactic from your book you would like to share with everybody.
• 10:10
  Speaker 4: Yeah, well, if we really try to get to three
• 10:15
  Speaker 4: lessons you can get out of book, then the first
• 10:17
  Speaker 4: lesson will be most people think that business development is about.
• 10:22
  Speaker 3: Getting more clients. I disagree. Growth start with saying no,
• 10:28
  Speaker 3: and then we get back to the eighty twenty rule,
• 10:32
  Speaker 3: like eighty percent of your time makes twenty percent of
• 10:34
  Speaker 3: the money, or eighty percent of the money that you
• 10:38
  Speaker 3: make is with twenty percent of the clients. So it
• 10:43
  Speaker 3: is time to lose the wrong clients. And then we're
• 10:47
  Speaker 3: talking about the clients that drain your energy and you
• 10:49
  Speaker 3: know exactly who we're talking about, ignore your boundaries, or
• 10:54
  Speaker 3: need constant convincing that you're the mode they were looking
• 10:58
  Speaker 3: for better get rid of these clients. So saying no
• 11:04
  Speaker 3: clients are that clean up that client list. Firing that
• 11:07
  Speaker 3: clients isn't a philiar it's a growth strategy. That would
• 11:11
  Speaker 3: be my first insights out of this book.
• 11:15
  Speaker 2: Well, I love how you started it off, Jennifer. You
• 11:18
  Speaker 2: said that business development is misunderstood so many times. People
• 11:22
  Speaker 2: just think it's about finding leads and helping close prospects
• 11:27
  Speaker 2: and convert them into customers and that's not the case, right.
• 11:30
  Speaker 2: Business development is often involved and should be always involved
• 11:34
  Speaker 2: through the entire customer journey, particularly after a conversion. We
• 11:39
  Speaker 2: are the ones that engage with those customers and help
• 11:42
  Speaker 2: get them through the success phase and into the growth
• 11:45
  Speaker 2: phase so that ultimately they become such strong advocates of
• 11:49
  Speaker 2: for us that they provide referrals which are the most
• 11:53
  Speaker 2: powerful growth engines that you could you could focus on
• 11:57
  Speaker 2: in business development. But and here's the key point I
• 12:01
  Speaker 2: think you're making, Jennifer, is you have to know when
• 12:04
  Speaker 2: to say no.
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  Speaker 3: Right.
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  Speaker 2: You have to know when to say this prospect is
• 12:10
  Speaker 2: not going to be a good fit for us. Yes
• 12:12
  Speaker 2: they could be a prospect and we could convert them,
• 12:15
  Speaker 2: and yes they could have a need for our services,
• 12:19
  Speaker 2: but it's not going to be a great fit. And
• 12:22
  Speaker 2: then even when you do bring them on board, what
• 12:24
  Speaker 2: you're saying is you're constantly vetting them and watching them
• 12:29
  Speaker 2: evolve and seeing how they perform as customers.
• 12:34
  Speaker 3: Right. Yeah, and if you have a bad start today,
• 12:39
  Speaker 3: we're calling that redflex. If you see redflex during the
• 12:44
  Speaker 3: prospecting time, you will see bigger red flex the moment
• 12:48
  Speaker 3: you start working with them. So love yourself your time,
• 12:51
  Speaker 3: your money, Just say no, yes, say no.
• 12:55
  Speaker 2: Just say no. I love it. I love it. Okay,
• 12:58
  Speaker 2: so let's jump from tactics number one too, what's what's
• 13:01
  Speaker 2: number two?
• 13:02
  Speaker 3: The second insight of the book is positioning over prospecting.
• 13:09
  Speaker 3: And what I mean is if you have to charge
• 13:12
  Speaker 3: to chase or convince someone, you're talking to the wrong person.
• 13:18
  Speaker 3: Your ideal client is a client who knows what you do,
• 13:22
  Speaker 3: who love what you do, who love what you do
• 13:24
  Speaker 3: and how you do this. And yeah, it's all starting
• 13:29
  Speaker 3: with making clear who you are for and who you're
• 13:33
  Speaker 3: not for. And it's very very important that you share
• 13:37
  Speaker 3: your opinion, your standards, your values, how you work and
• 13:43
  Speaker 3: and act like take it or leave it. And then
• 13:48
  Speaker 3: then with that process, your sales scholls won't be sales
• 13:51
  Speaker 3: scholls anymore, but alignment checks instead of negotiations. And it's
• 13:59
  Speaker 3: not an easy I'm talking about it like, this is
• 14:01
  Speaker 3: how you should do it. I'm more than ten years
• 14:03
  Speaker 3: in business, I know how hard it is, but this
• 14:07
  Speaker 3: is it's hard to say no, and it's hard to choose.
• 14:11
  Speaker 3: But if you don't choose in who you want work for,
• 14:14
  Speaker 3: it's not then they will not choose you.
• 14:18
  Speaker 2: Yeah, This is so critical, folks, and it sounds a
• 14:21
  Speaker 2: little harsh, you know.
• 14:23
  Speaker 3: It sounds absolutely hard, and it is hard. It's really hard.
• 14:27
  Speaker 3: But it is so necessary to love yourself enough to
• 14:31
  Speaker 3: just do it.
• 14:32
  Speaker 2: Yeah, and I love how you say that. I love
• 14:34
  Speaker 2: how you say that. Jennifer is having a sense of
• 14:38
  Speaker 2: self worth to know that you're not desperate to just
• 14:43
  Speaker 2: take any deal that comes along. You know that you're
• 14:46
  Speaker 2: delivering value. If your prospect does not see the same value,
• 14:53
  Speaker 2: they will not be a good fit for you as
• 14:55
  Speaker 2: a client. And you can discover that as you evolve,
• 15:02
  Speaker 2: and we talk about it in the Business Development Body
• 15:04
  Speaker 2: of Knowledge, the process called the nurture intent cycles of engagement.
• 15:08
  Speaker 2: As you evolve, you should be having these value exchanges,
• 15:12
  Speaker 2: these little mini contracts that are little indicators that tell you, Okay,
• 15:16
  Speaker 2: I'm going to give you something, mister or missus, prospect,
• 15:19
  Speaker 2: I need something in return, either I need some validation
• 15:22
  Speaker 2: or I need you to provide me information. And if
• 15:26
  Speaker 2: you don't get those then you can know, you'll know
• 15:30
  Speaker 2: that'll be a red flag. But you'll also know you'll
• 15:33
  Speaker 2: fall into what I call the sucker cycle. You keep giving,
• 15:36
  Speaker 2: you keep giving, you keep giving and you get nothing
• 15:38
  Speaker 2: in return, huge red flag folks. Okay, in the sophisticated
• 15:45
  Speaker 2: experienced business developers, marketers, pr experts like Jennifer, they've seen
• 15:50
  Speaker 2: it time and again where you may jump on that
• 15:54
  Speaker 2: prospect opportunity and those red flags that you saw in
• 15:58
  Speaker 2: the prospecting phase turn into huge red flags. And sometimes
• 16:02
  Speaker 2: in worst case scenarios, it can be a lot of
• 16:05
  Speaker 2: red numbers. It can be a lot of red numbers
• 16:07
  Speaker 2: because you brought on the wrong customer. And that's why again,
• 16:12
  Speaker 2: this is kind of a playoff of just say no,
• 16:14
  Speaker 2: but what understanding, kind of going to the next level.
• 16:17
  Speaker 2: And I like what you said, Jennifer. It's not about negotiation.
• 16:21
  Speaker 2: It's about alignment, being aligned on an equivalent value basis.
• 16:25
  Speaker 3: Right, Yeah, Yeah, totally agree on this.
• 16:30
  Speaker 2: Yeah, And you know, I also like what you said again,
• 16:33
  Speaker 2: it's about a sense of self worth and self preservation.
• 16:38
  Speaker 2: I always like to share with folks. We're business developers,
• 16:42
  Speaker 2: we're like lifeguards. My mission is to when I spot
• 16:46
  Speaker 2: somebody that's in distress that has a need, I swim
• 16:50
  Speaker 2: out to them and I throw them a life fest
• 16:54
  Speaker 2: a buoye and I say, okay, here it is. You
• 16:58
  Speaker 2: can come with me, don't come with me. Can care less.
• 17:00
  Speaker 2: I'm not the cops. I'm a lifeguard. Okay. If you
• 17:03
  Speaker 2: can't realize you're drowning in whatever situation you have going
• 17:06
  Speaker 2: on right now, Hey, that's fine. I've got plenty of
• 17:08
  Speaker 2: other people on the beach. I need to be saving
• 17:11
  Speaker 2: and not to mention, I need to save myself. So
• 17:13
  Speaker 2: if you're going to try and pull me down with you, okay,
• 17:16
  Speaker 2: it's game over. You're you're on your own, all right.
• 17:20
  Speaker 2: So I really like this mentality, and again, it could
• 17:23
  Speaker 2: be kind of harsh for people to hear that initially,
• 17:25
  Speaker 2: and particularly the young business developers. They just want to
• 17:29
  Speaker 2: go out there and they want to save the world
• 17:30
  Speaker 2: and they want to sell to everybody, and they want
• 17:32
  Speaker 2: to bring on prospects in the door. But that cannot
• 17:36
  Speaker 2: sometimes your clients.
• 17:38
  Speaker 3: Yeah, that's that's that's the first that's the first thing
• 17:43
  Speaker 3: they will notice. Not everyone is your client and you
• 17:47
  Speaker 3: don't want to work with or do you know everyone
• 17:52
  Speaker 3: that's that's not that's really not the case. And you
• 17:55
  Speaker 3: find it out while working. There are clients you you
• 17:59
  Speaker 3: it's so easy to talk to them, it's so easy
• 18:02
  Speaker 3: to make them happy. It's you know, they pay their
• 18:05
  Speaker 3: invoices quickly. And the only thing you should ask as
• 18:10
  Speaker 3: a business developer is how do it from more of these?
• 18:13
  Speaker 3: And and you know, don't wonder why is the other one?
• 18:17
  Speaker 3: Why isn't this working? Just wonder how do I find
• 18:20
  Speaker 3: morphy while getting rid of the ones it doesn't work?
• 18:23
  Speaker 2: Yeah, that's fantastic. And that's spoken like a marketer and
• 18:26
  Speaker 2: a PR person who's been doing this for a long time.
• 18:28
  Speaker 2: And folks, this is why it's important to work as
• 18:30
  Speaker 2: a team. We often talk about alignment or misalignment between
• 18:33
  Speaker 2: marketing and sales and BD, but this is where the
• 18:36
  Speaker 2: BD part is so critical, because as you're learning these
• 18:39
  Speaker 2: lessons post conversion and supporting these customers, it's important to
• 18:44
  Speaker 2: go back to your marketing and PR teammates and then say, hey, folks,
• 18:50
  Speaker 2: this is this customer is so awesome. We need more
• 18:53
  Speaker 2: of them? Oh okay, great? Well, that then shifts and
• 18:56
  Speaker 2: modifies your ideal customer profile so that everybody is on
• 19:00
  Speaker 2: the same sheet of music of Okay, this is where
• 19:02
  Speaker 2: I found that customer. This is how we engage them,
• 19:05
  Speaker 2: this is the content they love. Great, let's attract more
• 19:08
  Speaker 2: of those please, so great stuff Okay, Jennifer, let's bring
• 19:11
  Speaker 2: it home with the number three tactic or takeaway from
• 19:14
  Speaker 2: your book.
• 19:15
  Speaker 3: Yeah, well that's the most satisfying takeaway is that your
• 19:21
  Speaker 3: next best client already knows your name. And I mean
• 19:26
  Speaker 3: that the well, if you get married within now in
• 19:31
  Speaker 3: five years, eighty percent chance that the person you go
• 19:34
  Speaker 3: to marry is already in your network. Well that is
• 19:37
  Speaker 3: with clients, it's exactly the same. They already know your name.
• 19:42
  Speaker 3: You appeared already through podcast media client when they know
• 19:47
  Speaker 3: your competitant, they know you work for the competit they're like,
• 19:50
  Speaker 3: your name is already out there, and that visibility isn't marketing,
• 19:54
  Speaker 3: it's a signal. And so there was hope you'll find
• 20:00
  Speaker 3: these clients that you're looking for. And when your client
• 20:02
  Speaker 3: list is clean, your business development stops feeling heavy and
• 20:08
  Speaker 3: start feeling effortless. And what I mean with that, if
• 20:11
  Speaker 3: you get rid of the clients that doesn't fit, you
• 20:15
  Speaker 3: will have the time and the focus to find the
• 20:18
  Speaker 3: clients that you actually need. And if you just you know,
• 20:22
  Speaker 3: you read you try to solve every problem with the
• 20:25
  Speaker 3: client that aren't really a good fit, just quit that,
• 20:29
  Speaker 3: get the time open the door to this ideal client.
• 20:33
  Speaker 3: Tell the world that who you're looking for, and ask clients,
• 20:37
  Speaker 3: your current clients. At the marketing and pure tip, ask
• 20:40
  Speaker 3: your current client, do you know someone I should talk to?
• 20:45
  Speaker 2: Like?
• 20:45
  Speaker 3: Because the ideal client happen to know other ideal clients
• 20:51
  Speaker 3: who have the same spirit, who have the same happiness,
• 20:54
  Speaker 3: who have the same way of working. So there is
• 20:59
  Speaker 3: goal for you do find.
• 21:01
  Speaker 2: Yeah. Well, as my mother always liked to tell me,
• 21:04
  Speaker 2: water seeks its own level. And when you find the
• 21:12
  Speaker 2: right customers and you'll feel it, you'll know it. I mean,
• 21:14
  Speaker 2: you'll come away from those customer engagements energize. There are
• 21:17
  Speaker 2: some customers I have and I walk away every time
• 21:20
  Speaker 2: I meet them thinking, Wow, I'm just so lucky to
• 21:23
  Speaker 2: have them as customers. They make me so happy. They're
• 21:26
  Speaker 2: just nice people and wonderful people, and they bring great referrals. So, folks,
• 21:31
  Speaker 2: I think there are a couple of things to unpack
• 21:33
  Speaker 2: from what Jennifer just said. First of all, spoken like
• 21:36
  Speaker 2: a wonderfully, wonderfully experienced PR and marketing person. Your reputation
• 21:41
  Speaker 2: is out there. You're building that brand and people know you.
• 21:45
  Speaker 2: You may not know them, but they know you. They're
• 21:47
  Speaker 2: hearing about you. They're listening, they're engaging, probably listening to
• 21:50
  Speaker 2: your podcasts, reading your blogs or your LinkedIn posts. They're
• 21:56
  Speaker 2: probably not liking, they're probably not commenting, but they're out.
• 21:59
  Speaker 3: There and waiting for the right moment.
• 22:04
  Speaker 2: Waiting for the right moment. And sometime that right moment
• 22:07
  Speaker 2: comes when you ask for your existing customer to say, Hey,
• 22:12
  Speaker 2: we'd love to be able to share all the great
• 22:14
  Speaker 2: services like we've done for you, mister or missus customer.
• 22:17
  Speaker 2: Do you know of any others that you think have
• 22:19
  Speaker 2: the same needs that you may have, and if you do,
• 22:21
  Speaker 2: please share them with me, and that what happens there
• 22:26
  Speaker 2: is magical. Those referrals have a conversion rate over fifty percent. Okay,
• 22:30
  Speaker 2: cold calls are like five percent, And that's if you're
• 22:32
  Speaker 2: really good. All these other BD tactics that you hear about,
• 22:36
  Speaker 2: cold outbound, warm outbound, all these things. Referrals crush it.
• 22:41
  Speaker 2: They do. There's no better tactic in the world. And
• 22:44
  Speaker 2: the way you're going to achieve that is by understanding
• 22:49
  Speaker 2: who your ideal clients are and cleaning up your client list. So, Jennifer,
• 22:57
  Speaker 2: let me just kind of summarize what we talked about
• 22:59
  Speaker 2: here today. Tactic Number one, just say.
• 23:02
  Speaker 3: No, yes, yes, do it. You can't do it, you can.
• 23:07
  Speaker 2: Do it, folks, just say no, and when you do,
• 23:11
  Speaker 2: you'll probably find that it is very empowering. Second, it's
• 23:16
  Speaker 2: not about the negotiation, it's about the alignment. They should
• 23:20
  Speaker 2: know that you're delivering value. If they devalue you, then
• 23:25
  Speaker 2: that is a huge red flag. And then finally, folks,
• 23:30
  Speaker 2: it's the eighty twenty rule. Eighty percent of your future
• 23:33
  Speaker 2: customers already know you. They've heard about you, they're engaging,
• 23:36
  Speaker 2: they're listening, and they're talking to their friends, and some
• 23:39
  Speaker 2: of those friends maybe your existing customers. So reach out,
• 23:43
  Speaker 2: ask for those referrals, and you may be delightfully surprised
• 23:47
  Speaker 2: to see new customers coming to you through referrals with
• 23:51
  Speaker 2: a very high conversion rate. And again, we're just talking
• 23:56
  Speaker 2: about a few high level concepts that Jennifer has generally
• 24:00
  Speaker 2: shared with us today about that are packed in her
• 24:04
  Speaker 2: book called Clean Up Your Client List. And again it's
• 24:07
  Speaker 2: from Jennifer Dellano. It's available on Amazon. You can get
• 24:10
  Speaker 2: your copy there. Jennifer, how can folks follow you, connect
• 24:15
  Speaker 2: with you, engage with you.
• 24:17
  Speaker 3: Yes, after they went to Amazon, go my book clean
• 24:21
  Speaker 3: Up your client list. They're more than happy to follow
• 24:24
  Speaker 3: me on LinkedIn. I'm on Instagram, Facebook, even TikTok these days.
• 24:31
  Speaker 3: So search for your favorite in your favorite social media
• 24:35
  Speaker 3: app to Jennifer Lano and you can follow me and
• 24:39
  Speaker 3: ask me any question. For now, I'd like to say,
• 24:44
  Speaker 3: go do it. Go find these clients that teach you something,
• 24:49
  Speaker 3: that pay you rights, They love your work and make
• 24:52
  Speaker 3: you also a very happy human being.
• 24:55
  Speaker 2: Well, your majesty, the Queen of pr of the Netherlands,
• 25:00
  Speaker 2: thank you for gracing us with your presence and your
• 25:05
  Speaker 2: wisdom today. All kidding aside, Jennifer, thank you so much
• 25:08
  Speaker 2: for sharing just such fantastic tactics concepts with us and
• 25:12
  Speaker 2: folks again, remember grab a copy of Jennifer's book, It's
• 25:17
  Speaker 2: again Clean Up Your Client List by Jennifer Deleano, available
• 25:22
  Speaker 2: in English on Amazon and if you want it in
• 25:26
  Speaker 2: Dutch or German you can get that too. Jennifer, again,
• 25:30
  Speaker 2: thank you so much for joining us today. It's been
• 25:34
  Speaker 2: such a pleasure, and again, thank you for everything you
• 25:36
  Speaker 2: do for the business development profession.
• 25:39
  Speaker 3: Well, thank you so much for having me have a
• 25:42
  Speaker 3: great weal. I'm looking forward to all the replies reaction
• 25:45
  Speaker 3: d Emson, whatever happens off the Red Boasts online.
• 25:51
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• 25:55
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• 26:00
  Speaker 1: advancing the art, science, and ethics of the business development
• 26:04
  Speaker 1: profession at Gbdassociation dot org.